Enterprise Thought Leadership

End users now expect access to all data, all systems, all the time. That simple demand is forcing automation vendors to rethink everything about how they build software. For an industry built on hardware, the shift is fundamental: software has become the key differentiator, the interface customers touch and see. Martin Jette, Vice President of Partner Sales Solution Providers at AVEVA, has spent 30 years navigating this transformation. In this episode, he and host Taryn Breetzke explore the build versus partner dilemma facing automation vendors, the importance of interoperability, and why collaboration across customers, suppliers and even competitors has become essential. The conversation examines the three-layer automation stack creating new competitive pressures, shifting hiring patterns, the Accenture-Siemens partnership and practical frameworks for partnership decisions, highlighting how companies like Rockwell Automation now generate 35% of their revenue from software. Martin explains why the looming 2038 bug means vendors must make architecture decisions now rather than later, and how companies like Eaton and Axens are partnering with AVEVA to create entirely new service-based business models in manufacturing. Guest bio Martin Jette is Vice President of Partner Sales Solution Providers at AVEVA, where he leads embedded and managed solutions programmes. A chemical engineer by training, Martin has spent 30 years at AVEVA building partnerships with automation vendors including Rockwell, Honeywell, Eaton and Yokogawa. He is based in Montreal, Canada. Timestamps 00:01:55 – Martin's background and 30 year journey at AVEVA 00:05:33 – How software has become the differentiator in automation 00:07:41 – The Accenture-Siemens partnership and what it signals 00:09:34 – Customer expectations: all data, all systems, all the time 00:11:40 – Openness and interoperability as table stakes 00:15:02 – The build vs. partner framework 00:19:11 – Radical collaboration and the Axens connected catalyst example 00:21:43 – Competitive pressures and disruption from multiple directions 00:27:31 – Why the partnership approach is here to stay 00:28:15 – Real barriers from automation vendors 00:33:05 – The Y2038 bug and why decisions must be made now 00:33:41 – Measuring success: Rockwell's 35% software revenue 00:38:40 – Three practical recommendations for automation leaders Resources and links Martin Jette on LinkedIn – VP Partner Sales, Embedded and Managed Solutions programs at AVEVA Taryn Breetzke on LinkedIn – Podcast host AVEVA – AVEVA is a global leader in industrial software, helping businesses modernise operations and improve sustainability. Rockwell Automation – Partnership example discussed Eaton Corporation – AVEVA Edge integration example Axens – Connected catalyst case study Thought Leadership research - The software dilemma in industrial automation Subscribe and connect If you enjoyed this episode, please follow and rate the show. Listen on Spotify Listen on Apple Podcasts Join the LinkedIn community Have a topic or question for the podcast? Email podcasts@techpros.io Find out more about TechPros.io: https://techpros.io/